Focus Group Results

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Social Networking

possible sources


MWF12 findings

  • Females are more concerned about their privacy than males
  • Females are there to socialize with their exciting friends and males are there for networking and dating.
  • Both groups are concerned about hackers and predators.
  • Females have higher level of privacy settings.

MWF 1:00 findings

  • favored features / prominent features
  • use to keep in touch, find friends, access photos
  • half would leave/half would stay if friends left Facebook
  • most used via mobile
  • most are concerned about employers checking and having access to Facebook

TTh12:30 findings

  • likes simplicity
  • has "follow the crowd" mentality
  • privacy not a major concern as long as there are settings
  • not worth it for businesses to try to connect
  • military and females social network more

Mobile

possible sources



MWF1 findings

  • reasons for buying handsets - wanted best possible smartphone features / committed to provider
  • providers reputation - satisfied with Verizon (influential commercials), best phone
  • satisfaction with mobile device - Blackberry users want WiFi, Flash; HTC user wants more friendly phone; one Blackberry user has experienced software problems
  • satisfaction with service - Verizon is better; Virgin Mobile user is satisfied; one Verizon user wants to switch to AT&T for iPhone.

TTh12:30 findings

  • 70% use for texting; 30% for talking
  • all use for internet (younger more than older - 18-25 age range)
  • user of higher end phones used apps more than users of lower end phones
  • no one buys through app ads
  • PC use declined. PC primarily for school

Music

possible sources



MWF 12:00 findings

  • participants that were currently in college were much more likely to pirate their music than college graduates. This may be because of the availability and easy access of these programs and of friends that use piracy programs in college. This result can also be because undergraduates tend to not be as financially sound as college graduates.
  • Generation-Y shows no signs of slowing down their use of pirating music because they are not afraid of the laws surrounding the controversy.
  • Fans feel as though they give back to the artist through concerts and merchandise sales.Will attempt to purchase the music of artist they consider to be “underground”, “struggling”, or "local" for that matter.
  • People who aren't tech savvy and are not downloading the music personally are still finding ways to get the music without paying through interaction with peers.

MWF 1:00 findings

  • illegally downloading music; aren't effected by lawsuits; are not buying music

TTh 12:30 findings

  • threat of prosecution not a deterent to illegal downloading
  • participants frequently buy music to support favorite artists
  • digital files have replaced CDs
  • Limewire is the preferred music sharing site for both males and females

Video

possible sources


MWF12 findings

  • Gen-Y will only spend money to buy certain "highly enjoyable" DVDs.
  • High Definition programming is a preference but not priority.
  • High Definition was most preferred for action and sports videos
  • Gen-Y does take various actions to avoid watching commercials
  • Gen-Y uses a variety of sources to watch broadcast televisions

MWF1 findings

  • primarily find movies/TV - reruns on TV(6); prime time (6); online (8); ondemand (2)
  • watch movies at home: often (10); sometimes (5)
  • watch movies in theater: sometimes (5) rarely (10) - movies in theater as social activity rather than means to see the movie
  • buy or rent - prefer to rent for first time viewing; only buy if they really like movie, which is not often; most have not bought movie in years.

TTh12:30 findings

  • most females do not know how to stream from a console and have not done it before
  • only few used consoles like xBox
  • most males only watch sports live - they stream a lot
  • not willing to pay high prices for premium but are divided on paying minimal prices
  • those without DVR will go to streaming on PC as second option
Implication: ads for females work on prime time; targeting males on streaming has greater potential. Pricing depends on quality of service and reduction of ads. Participants will not pay high prices for premium.